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Field lab on consumer perceptions and preferences un The German video-on-demand streaming market - a private TV perspective
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The German video-on-demand (VOD) streaming market is highly competitive and dominated by US providers. Private TV broadcasters must adapt to shifting consumer behavior. This thesis examines consumer perceptions and preferences in the German VOD market, focusing on Joyn. Findings reveal that content, price, and user experience are key decision factors. Netflix dominates in brand perception, while Joyn struggles with reputation and differentiation. Based on a detailed analysis, strategic recommendations are developed to strengthen Joyn’s market position. These include a differentiated content strategy, targeted audience segmentation, and improved user experience to enhance Joyn’s competitiveness against international streaming platforms.
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Marketing research Video-on-demand German video-on-demand on demand platform Conjoint analysis Perceptual map Consumer preferences Consumer perceptions